The need for restaurant video marketing was magnified during the COVID-19 outbreak. Physical connection and socialization were taken away from businesses, thus making it hard for them to connect and communicate with customers.
During strict lockdowns, restaurant business owners, like you, we’re forced to look for other means of communication. The process of relaying the messaging became crucial since there’s a huge chance of misinterpretation present with online transactions.
This is where the use of video becomes more beneficial for you and your business. Aside from it boosts brand recognition and retention, it also closes the gap between you and your customers.
By this time, other restaurants may have already started incorporating videos into their marketing strategy. But it’s never too late to start your video campaigns! Unsure of what your customers want to see? There are some tips in this article that you might find helpful.
Restaurant Video Marketing 101
Did you know that an organic video post receives thirty-eight percent engagement compared to an image post? This just shows how superior it is in terms of marketing tools. As a medium that not only catches the attention of customers but also clarifies how they should interact with your brand, it is a powerful one.
For website analytics, it is found that users spent 88% more time on a website with videos. This is an incredibly attractive number, especially that online seems to be the leading and safest means of communication with customers.
This type of content is not just beneficial for your website. As most of the social media platforms are implementing changes on their algorithm, having content that drives engagement is vital.
Make sure to produce relevant video content. Maximize the potential of this content and target the proper audience for it. Keep in mind that the duration of your video also plays an important role. It is said that videos up to two minutes long receive the most engagement.
If you’re still finding your way to using this tool, you have to keep in mind that it’s not the same as the TV commercials you’re familiar with. You have to use it not to promote your brand outright, but to motivate your audience to order food delivery from you.
Your content must not contain sales pitches, a shot showing off the interior of your restaurant, or even a pushy promotion about your latest deals. Learn to be creative, ask your staff if they have something to contribute. Make this a group effort to ensure that you’re covering most of your audience.
Consumers are already done with brands that are way too sales. They are more supportive of those who support a cause or initiate a movement that can positively impact the community.
They already know if you’re just trying to deceive them to make a sale. Avoid being that brand, and ask your customers what they want to see. Conduct research on what type of content is being talked about by your chosen demographics. You can use that as a basis for your future video content as well.
Video Marketing Equipments for Restaurants
The need for equipment depends on what type of goal you want to achieve using your videos. If it’s for your restaurant promotion, you may not need the most complicated and technical one.
You also have to consider your budget regarding this matter. There are already businesses that allow you to rent out videography tools and equipment, thus there’s no need to purchase everything right away. Although it’s ideal to have your own in the long run.
Modern smartphones are already equipped with great specs for their camera. While this is a great and cheap option for you, keep in mind that you’ll use the output for your online marketing campaigns. You have to provide your customer a decent presentation to stay competitive.
The quality of your video needs to be great, but there may be no need to hire a whole production team (unless you’re a big brand with the need to penetrate a huge market). Here is the basic set of software and hardware that you need to produce high-quality video content.
For your software needs, you might need to subscribe to the following programs and applications to access different functionalities. Other tech providers offer free services, but it has limited functions.
There’s no need to worry because compared to hiring a production team, it’s still way affordable and operationally friendly.
Adobe Premiere Clip
You will be required to sign up for an Adobe account to access this feature. If you’re worried regarding the fee, Adobe allotted free to use up until 2G of storage. This is considered a top video software editor because of its easy integration with devices and other applications.
This is exclusively for iOS devices. It is an easy-to-use free software that allows users to create and edit videos. Adding audio will not be your concern and your file will be exported in a compatible format. You can access this software using your iPhone, iPad, and other Apple devices.
If you want a tool that can help you produce fun, flashy, and quirky social promos in a snap, then this is the tool for you. Unlike other software, Lumen5 requires no technical and editing experience at all.
If you don’t have the extra resources to outsource or directly hire a professional video editor, then this might be just perfect for you. Just make sure that you will designate a staff who will create the videos to set consistency with your tone.
One of the most affordable software available in the market. But don’t assume that since it’s cheaper compared to others, its functions are limited. In reality, with a small amount, you’ll have access to software that’s well-stocked with effects and other tricks for video editing.
Filmora is one of the most versatile video editing software packages. Along with Filmora, there is also FilmoraGo (for mobile editing) and Filmora Scrn (for editing and recording your screen). A small selection of royalty-free music is included along with motion elements, filters, overlays, and transitions.
It is a free application that’s compatible with Android, Samsung, and iOS interfaces and devices. You can also import your videos directly from your GoPros and Motion Photos. It’s a powerful tool that’s user-friendly for those who have least to no experience with video editing.
There are many ways to get a hold of different video hardware equipment that you may need for your restaurant promo video. You may try to lease, rent, or directly purchase it. It depends on how much you need the said equipment, and how much you can allot from your budget.
Now, you don’t have to use a professional camcorder just to achieve a high-quality-looking result. For more relatable content, you may opt to utilize the so-called “vlogging” cameras. They offer great specs for video capturing, without breaking your bank.
But if you’re still starting and just testing the waters, then you don’t have to invest fully right away. If you have a smartphone with a great camera feature, then you’re good to go.
Whether you’re using a top-class camera or just your smartphone, make sure that you’ll use a microphone that will capture what you’re saying in the video. Your audience will have a hard time understanding your message if you provide them poor quality audio.
Also, it will negatively affect your branding. Anything that’s appearing subpar to your audience will create an impression that you’re not a trustworthy brand.
Many manufacturers produce tripods that are compatible with almost every device that you have. While there is plenty that is available in the market, you must consider the durability of the product that you will use.
This is a must because you have to avoid producing shaky and unstable videos. This tool makes your video capturing process easier.
A well-lit video is much appreciated by audiences compared to those who have darker shots. Except if you’re going for that theme, you should have adequate lighting for your shots.
To add an extra touch to your video campaigns, purchase lights if you’re willing to expand your budget. Putting together a DIY light kit for just $100 sounds like a great deal. A good lighting setup can make all the difference when it comes to food presentations.
Video Marketing Topics for Restaurants
Running out of ideas on what to showcase in your next video post? Worry not! Restaurants are surrounded by different types of stories and materials that have great potential in capturing the interest of your audience. Here are some of the main sources of topics you can utilize.
Everything about your establishment could be a great source of ideas for your next campaigns. You can use the history behind your location and interior to gather the attention out of your customers.
You can also maximize your local community. Is it famous for something? Does it have an interesting historical heritage? Do your research and find out everything that can be interesting with your building.
Just how we always tell you, your menu is a powerful tool. It’s more than just a list of your available food and beverage items. It’s a communication tool that can influence the buying decision of a consumer.
Take full advantage of this tool and relay to your customers about your menu. You can feature limited-edition dishes, specialty drinks, and even the favorite dish of your chef. Engage with your customers and show them a bit more about your menu.
You can also share some recipes for your best-selling menu items. You can never go wrong with combining a tutorial video with mouth-watering food items. Cooking videos have high engagement across every social media and video sharing platform.
Your customers most likely want to connect with real people. They will be intrigued by what it’s like in a day of a server or a chef. They will also be interested in the people behind their favorite dish. This is why social media takeovers are popular right now.
Audiences are interested in what’s happening behind the scenes. Create a video where they can learn more information about your operations. Of course, make sure that there’s still business privacy while you’re shooting your video.
It is also a great way to humanize your brand and enhance engagement from your customer. The more they know about your team’s story and inspirations, the more they’ll be inclined to them. Your staff can also share some tips and secrets to driving more of that loyalty.
Last, but not least, your customers. Any content about your customer will drive more customers into your brand. Why? Because they’re on the same boat. They trust the words coming from their fellow consumers, this is why reviews are such a great deal in marketing.
Video Marketing Tips For Restaurants
Marketing through video provides your business with great growth opportunities. And not just through engagement, but through revenue as well. Take advantage of it, and see how you can creatively promote your restaurant through it.
Publish Update Videos
Let your customers know how you are battling the challenges this pandemic has brought to you and your entire business. Let them know what are measures you’ve taken to continuously provide them a high-quality and safe service.
Through your video content, show them what are the methods you’re using to maintain cleanliness and monitor sanitation within your operations. If your staff was furloughed, show them how you’re trying to compensate them without hurting your business.
Close the gap that the social distancing and lockdown have created. Don’t let your customers feel that they are left out, and keep updating them through videos. And it doesn’t need to be a long, dramatic post, a two-minute daily update from you will be enough.
This is how you can involve your customers in your plans. The more they feel involved, the more they feel the need to engage with a brand.
If you have future updates and changes to implement, it is best to update them through this medium. Show them what are the changes you need to do. Create a run-through on how you will welcome them back to your restaurant through a video.
Try out Food Delivery Videos
While there are areas that are relaxing with their lockdown guidelines and restrictions, most consumers are still opting for a safer way to get their food. It is just natural for customers to know more about what’s happening before and during the delivery process.
Through your video, you can show them how safe your food handling process is. Showcase how your restaurant deals with off-premises guests by posting videos of how meals are prepared, packed, and delivered.
Describe your no-contact delivery strategy and explain how your delivery team communicates when an order has been delivered. Describe how delivery couriers keep themselves safe. It is an excellent platform to display your entire order to the delivery process.
Publish reviews of the services you offer to home delivery customers. Your public relations efforts will be more successful if you include satisfied guests. But make sure to ask for their consent first before you post their videos on your website or other social media profile.
You can also offer customers video call options for taking orders, answering questions, and addressing complaints. In a time when face-to-face interactions are extremely scarce, this interaction makes the process more personal and enables it to build trust.
Post Cooking Tutorial Videos
Your signature dishes aren’t subject to sharing. Your chefs may want to show what they like to cook while off the job, or you may want to show your guests how to prepare your many everyday dishes.
Develop a list of recipes you want to share, have your kitchen staff prepare them, record videos, and then promote them using social media. Complex recipes might only be of interest to some of your followers. Ensure you produce simple-to-follow recipe videos to maximize guest interest.
On YouTube or any other social media platform, you can share recipe videos. Consider making it a weekly event and promoting it with an appropriate hashtag such as #CookdayChooseday.
Showcase Your Guests
Your restaurant’s guests having a good time influences people much more than anything else. It isn’t necessary to use recent clips, but you can show videos capturing your team’s experience from before the pandemic occurred
But if your location already permits indoor dining and hospitality, then show your potential customers the whole new dining experience you offer. Let them know how you’re handling the operations while following and maintaining important health protocols.
If you have a welcome-back dish for your customers, film them while they’re trying it and ask for their feedback about it. This excited your other viewers, to try out that new dish and get them coming right at your door.
Leverage Your Menu
There is a growing demand for new, unique dishes. However, they also prefer to understand the food item better and how it’s made before they order. Engaging your customers with your video menu will help you grow your business.
In particular, if you rotate your menu frequently, this is important. Bring your guests to their senses by showing them what’s available this season.
There are many benefits to having a video menu for a restaurant. By styling each dish from a different vantage point, you can easily enhance the appeal of your menu and the entire restaurant.